When was the last time you reminisced about your childhood, about your favorite cartoon or favorite toy, or even favorite vacation? And I bet chances are that your favorite memories are somewhat Disney related. Yes Walt Disney Company, the endless Disney Movies, Disney Land, Disney World, Disney Princesses… You know what I’m talking about.
Today Disney is a multi-billion franchise that has grown its roots into every corner of the world, and has captured the hearts of millions of children. It’s every kid’s dream to visit one of the 11 Disney theme parks, and even the dream of many adults as well. So how did this happen? The undisputable international recognition and adore? I say cheers to the fantastic marketing strategies.
Disney has successfully positioned itself as a family-friendly brand over the past decades, but did you know that it’s also mother company for TV channels like the ESPN or the Marvel Studios? ESPN is one of the largest sports related broadcasters in America and Marvel Studio has produced many blockbusters such as the X-Men series and the Blade series. The point I’m trying to make here is that Disney has separated its market by the different target groups to prevent the name “Disney” from being “polluted”. Disney wouldn’t be the same innocent, magical and fairy tale like brand if the movie Blade was closely associated with Disney at times of promotion.
Any company needs to be able to figure out its place in the market, and only that way, the characteristics of that company will not conflict with each other. In fact Disney is only one of the many examples that use this strategy to broaden their consumer base without cannibalizing itself. When we think about Toyota, we think economic and practicality, but another brand under this motor manufacturer is Lexus; it’s operated by the same company however its message is completely different, suddenly it represents luxury, comfort and prestige. In many industries, almost all, it’s very difficult to target all the potential consumers and that’s why it’s extremely important to state the standing ground and enforce that image.http://www.scrapdazzle.net/images/logos/DisneyMemories.jpg
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